On February 12th, ETRO launched the "Eden" capsule collection, a collaboration with photographer Mika Ninagawa. To coincide with the launch, Jacopo Etro, the eldest son of the Etro family and the man behind the project, visited Japan. We spoke with him at the collection's pop-up store, which is open until the 17th at The Stage on the first floor of Isetan Shinjuku. He described Ninagawa as "an artist of incredible quality, both in terms of her work and her personality." "Last year, we collaborated with her at Isetan Shinjuku, where she took new photos and directed the display, but we wanted to do something more interesting, product-related, which led us to Eden," he explained. The product lineup consists of 30 designs, including bags, shawls, accessories, and apparel. The distinctive pattern features Etro's signature paisley motifs topped with Ninagawa's signature butterfly and stone motifs. "Mika came to Milan and we decided on the design together. The finished items are youthful, fun, fresh, and cute. Don't you think they're very Mika-like? She created something that exceeded my expectations. I told her from the beginning that we wanted to go all the way and create an impactful collection (laughs)."

The pattern is eye-catching, but they also worked together on the zipper pulls and other accessories. "For example, I like our clutch bag, and when you open it, the interior is red, and it has zippers and pockets, so it's functional. We discussed even these small details."

Prices range from ¥17,850 to ¥102,900, making them more affordable than traditional Etro collections. Along with Ninagawa's pop and fantastical worldview, Ninagawa is also keen to appeal to a younger demographic, saying, "I want to turn women around 20 years old into Etro fans."

The two have been friends since the "Etro Circus" event held at Daiyogi National Gymnasium in 2008. Jacopo has been captivated by her work ever since. "She's also a brilliant filmmaker. Next, I'd like her to create a short film that combines Japan and Etro, to be shown on the Etro website and in our boutiques. She loves Japan, too." He visits Japan frequently and even collects kimono fabrics. "Japanese culture is one of the most sophisticated, so artists born in Japan are recognized worldwide. I'm interested in famous artists like photographer Hiroshi Sugimoto and painter Yoshitomo Nara. I'd love to collaborate with them someday," he said, revealing his deep knowledge of Japan. The collection will be available in pop-up stores at Ginza Mitsukoshi (February 18th to 23rd), Hankyu Umeda Main Store (February 26th to March 4th), and Tokyu Toyoko Department Store (February 27th to March 12th). It will be available at the Etro Ginza Main Store from February 18th and at Etro boutiques nationwide from March 1st. Isetan Shinjuku will be hosting a talk show featuring Ninagawa and Numero Tokyo editor-in-chief Tanaka Kyoko from 4:00 p.m. on February 15th.